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It’s Only Common Sense: Sales Strategies for a Virtual World

Let’s get one thing straight: Remote selling isn’t a temporary inconvenience. It’s not a "phase" that magically disappears if you hold your breath long enough. It’s the new playing field, and if you want to win, you’d better learn how to hit the ball in this new ballpark. Selling through a screen is not harder; it’s just different. Different rules, different tools, same game. Connect with people, build trust, solve problems, and earn the deal. The salespeople who master remote selling will eat the ones who don’t for breakfast. 

If you think you can’t sell without taking a customer to lunch or playing golf, I must ask, “Is that all you’ve got?” What about the product, quality, and performance? Is it all about a hamburger or a round of golf? You’re better than that.

Understand that Zoom or Teams are your new conference rooms, boardroom, and stage. If you treat it as a casual hangout, you’ll be crushed. You can’t stumble into a virtual meeting and hope your "natural charisma" will carry the day. You have to own the screen. That means knowing your material, managing your voice, background, camera, lighting—everything. You’re not simply selling your product; you’re selling the meeting itself. If you don’t bring energy, professionalism, and focus, they’re one click away from checking their email or checking out of your pipeline.

Speaking of energy, video selling demands twice the energy and half the ego. Video flattens your presence, sucking 50% of your energy into the digital void. To come across as lively, you must show up with twice the enthusiasm. Smile bigger. Lean in. Be genuinely excited, and lose the ego. Remote selling isn’t about performing; it’s about making the buyer feel important. It’s not about being impressive; it’s about being present. Do so, and you’ll win more deals than you can count.

Follow-up is even more important in the remote world. When you meet someone face-to-face, they remember your handshake, your voice, and your presence. When you’re a thumbnail on a screen, you’re easier to forget. That’s why follow-up isn’t optional; it’s survival. I’m not talking about lazy "just checking in" emails. I’m talking about thoughtful, relevant, personal follow-ups that remind the buyer what you heard, what you promised, and how you’re going to make their life better. Be the salesperson who sticks in their mind, not the one they have to scroll through emails to remember.

People also ask, "Dan, how do you build rapport virtually?" My answer: the same way you always have. You care. You listen. You’re curious. The medium doesn’t change the fundamentals. Ask good questions and listen to the answers. Pick up on the minor details, and then follow up. “How was your son’s big soccer game?” “Did the kitchen renovation finally wrap up?” “Is that system upgrade going any smoother?” Virtual rapport isn’t about tricks; it’s about being human. It’s a little harder to fake through a screen, but that’s a good thing. Authenticity wins.

Now, let’s talk about your tech setup. In the old days, people judged you by your handshake and your shoes. Today, they judge you by your camera, audio, lighting, and background. If you look like you’re dialing from your grandmother’s basement with a webcam from 1998, you’re not inspiring confidence. Your tech setup is your new handshake. Invest in a decent webcam, a real microphone, and some good lighting. Frame yourself properly on screen. Clean up your background. It’s not about vanity; it’s about professionalism. Show up like a pro or expect to be treated like an amateur.

Too many reps refuse to admit that remote selling isn’t harder; it’s just different. You’ll be left behind if you don’t adapt. You can cling to the old ways, complaining about Zoom fatigue and the good old days of steakhouse lunches, or you can sharpen your skills, lean into the new game, and own the screen. Selling is still about building trust, solving problems, and helping people make smart decisions. The winners see the shift not as a roadblock, but as a ramp.

And that, my friends, is only common sense.

Dan Beaulieu is president of D.B. Management Group.